New roles at The Donkey Sanctuary will help reach more donkeys 

International animal welfare charity The Donkey Sanctuary has announced the appointment of two key new Executive Director roles that will help drive its recently launched five-year organisational strategy and reach more donkeys in need across the globe. 

Niall Duffy joins the organisation as Executive Director of Policy and Profile, and Cheryl Martin has been appointed Executive Director of People and Planning. The newly created roles will be crucial in shaping the charity’s mission to improve the lives of millions of donkeys. 

Niall was appointed to his new role at The Donkey Sanctuary in August and brings with him a wealth of experience from a career spanning multiple industries and sector leaders, including the RSPCA, the Independent Press Standards Organisation, Nestlé UK Ltd, Qatar Airways, and local government.  

Having previously served as Chair of Safe Haven for Donkeys, which works with donkeys and their owners in Israel and Palestine, Niall already has a keen awareness of the challenges facing donkeys and donkey-owning communities around the world. 

Niall said: “To be joining the Donkey Sanctuary at this time, as the charity is embarking on its five-year global strategy, is really exciting, and a huge honour. I’m looking forward to working with the best equine welfare team in the business to make a lasting difference to the millions of donkeys globally that desperately need our help.” 

Cheryl joined The Donkey Sanctuary in 2019 as Director of Brand and Communications. Her extensive background in marketing communications helped lead the charity’s strategic brand development and change the way the charity is perceived by raising awareness of its international campaigns and programmes of work. Cheryl also helped steer the organisation through the choppy waters that COVID-19 delivered. 

Cheryl commented: “Every day our people work hard to improve the lives of donkeys, wherever they are. Without them we couldn’t do what we do. 

“After four years at The Donkey Sanctuary, it’s a privilege to be able to help shape and guide our next chapter together. It’s a big challenge but one supported by a compassionate, dedicated and incredibly talented group of people. Add our donkeys into the picture and that’s a huge motivator for any leadership team.” 

For more than 50 years, The Donkey Sanctuary hasstrived towards a better world for donkeys, and one where donkeys everywhere are treated with the kindness and respect they deserve. 

This year, the Devon-based charity launched its new five-year organisational strategy, embracing its founding values and setting out an ambitious plan that aims to improve the lives of five million donkeys worldwide. This commitment to a single species is what sets The Donkey Sanctuary apart from other global animal charities and has allowed it to become a global leader in donkey welfare. 

Marianne Steele, CEO of The Donkey Sanctuary said: “The charity has set itself a huge task - to improve the lives of five million donkeys over five years - and essential to this is a leadership team with the skills, experience and passion for animal welfare to make it happen. That’s why I am so delighted to have Niall and Cheryl in their new key roles. 

“Their appointments will help put The Donkey Sanctuary in an even stronger position to fulfil our goals, as we deliver on our vision of a world where every donkey has a good quality of life.”